NEW YORK Bartle Bogle Hegarty won top honors at the 2009 International Andy Awards tonight, receiving the Grandy, which comes with a $50,000 cash prize, for the integrated campaign "Dig out your soul in the streets" for Oasis.
Promoting the band's seventh studio album, Dig Out Your Soul, the campaign introduced the new music on the streets of New York City, where band members taught street musicians -- all members of the Metropolitan Transportation Authority's Music Under New York program --to play their songs for two weeks leading up to the release last fall.
The campaign was produced through a partnership between Warner Bros. Records and BBH client NYC & Company, the city's tourism marketing arm. The organization's web site offered fans a page where they could Google Maps and Earth to find live performances. A video documentary directed by The Malloys about the event was distributed through MySpace, and fans were encouraged to upload their own videos of the performances to a dedicated YouTube channel.
"It's become very clear that new thinking in new media has replaced traditional 'advertising' executions," said Mark Waites, creative director, founding partner of Mother in London and chairman of this year's jury. "Clients and their agencies are becoming adept at embracing unusual approaches, concepts and [media] to transport their creative vision into work that makes viewers take notice and respond."
Droga5, New York, was the only multiple U.S. gold winner, taking home two gold statues for the Sara Silverman-starring viral video for the Jewish Council for Education and Research called "The Great Schlep." The other U.S. gold winners were Goodby, Silverstein & Partners, San Francisco, for the Comcast spot "Rabbit," Crispin Porter + Boguksy, Miami, for the Burger King "Whopper sacrifice" digital campaign and Wieden + Kennedy, Portland, Ore., for the Coca-Cola commercial "It's Mine."
For a complete list of winners, go to http://andyawards.com/.
Droga5 also took home two additional prizes, the Richard T. O' Reilly Award, which honors public service announcements, and the Innovation Award, which celebrates forward-thinking work, both for the "Million Project." Created for the New York Department of Education, the campaign inspired students by engaging their interest in cell phone technology and interactivity. It included collateral, a Web site and PR.
The Miami Ad School Europe won the Glenn C. Smith Scholarship in the student competition.
The awards were held at Terminal 5 here tonight.